Latino & the Media--Media is a very powerful medium in

forming public opinion(s)

--”Representation”…who?...by who?

--Inclusion vs. Exclusion Affect

--Maintaining vs. minimizing the “other”

--Affect on Assimilation/Acculturation

--Buying power implications

--Advertising impacts

Latino & the Media

HOUSEHOLD SIZE:Hispanic/Latino = 3.47

All US Pop. = 2.62

FAMILY SIZE:Hispanic/Latino = 3.92

All US Pop. = 3.22

Source: American Community Survey, 2008

Latino & the MediaWHERE LATINOS LIVE:

--Cubans = 77% in the South

--Mexicans = 55% in the West

--Puerto Ricans = 59% in the Northeast

Source: Korzeny & Vann, 2009

“Yet, like it or not, when you were born dictates the culture you will experience. …The society that molds you when you are young stays with you the rest of your life.”

Source: Twenge, J.M., , Generation Me, p. 2, Free Press Pub., 2006

Latino & the Media

MAGAZINES READ/MONTH:Hispanic/Latino = 12.7

All US Pop. = 11.6

Newspaper Issues Read/28-Days:Hispanic/Latino = 17.2

All US = 19.9

Source: Doublebase Mediamark Research & Intelligence, 2009

Latino & the MediaTOP MAGAZINES READ BY HISPANICS:

--People = 43%*

--People en Espanol = 30%

--National Gographic = 29%

--Time = 25%

--Sports Illustrated = 24%

*--NUMBER OF TIMES READ IN LAST 6-MONTHS

Source: Doublebase Mediamark Research & Intelligence, 2009

Latino & the MediaNEWSPAPER READERSHIP: HISPANICS:

--Top reason = “keep up-to-date”

--Community newspapers are inseparable part of local minority Communities.

--Readership skews to 34-54 year-olds with household incomes of $40,000 or higher.

Source: Doublebase Mediamark Research & Intelligence, 2009

Latino & the Media

1/2-Hrs. of Radio Listening/Week:Hispanic/Latino = 38.5

All US Pop. = 35.8

½-Hrs. of TV Viewing/Week:Hispanic/Latino = 57.1

All US = 62.6

Source: Doublebase Mediamark Research & Intelligence, 2009

Latino & the MediaTOP RADIO FORMATS for HISPANICS:

--Hispanic = 39%

--Contemporary hits = 29%

--Adult Contemporary = 18%

--Mexican/Tejano/Ranchera = 17%

--Urban = 17%Source: Doublebase Mediamark Research & Intelligence, 2009

”`Arriba y Lejos’ flirts with various club styles—reggaeton, house, cumbia—without committing to any one of them for too long. The mix, Mexican influenced but not Mexican dominant, was part of a plan to attract a new generation of Latino listeners whose tastes, the Hrnandez brothers said, no longer line up according to national background.”

Source: New York Times, March 3, ‘13

Latino & the MediaTV NIELSON RATINGS, ENGLISH:

--American Idol = 6.5%*

--Dancing with the Stars= 5.4%

--Grey’s Anatomy = 4.7%

--CSI: Miami = 3.6%

--House = 3.6%

*--Percentage of households watching a TV program out of a potential audience of 11.3 million Hispanic households

Source: Nielson, 2009

Latino & the MediaTV NIELSON RATINGS, SPANISH:

--Manana es para siempre = 22.1%*

--Gran Estreno = 18.3%

--Cuidado con el Angel = 17.5%

--Mujeres Asesinas = 16.5%

--Aqui y Ahora = 15.0%

*--Percentage of households watching a TV program out of a potential audience of 11.3 million Hispanic households

Source: Nielson, 2009

Latino & the MediaTV VIEWERSHIP by HISPANICS:

--49% of Hispanics who watch TV during prime-time hrs. watch Spanish-language TV

--40% of Spanish-dominant Hispanics regularly watch English-language programming

--30% of English-dominant Hispanics regularly watch Spanish-language programming.

Source: Sonderup, 2010

Latinos & US T.V.--”Modern Family” is the highest-rated

scripted show on network television and it had [May ‘12] an overall viewership of 12.9 million, but only 798,000 were Hispanics, 6.2%

--Conversely, 5.2 million Hispanics were seeing, “Lo Que No Podia Amar”, on Univision

Source: New York Times, August 6, 2012

”Univision was emboldened by February sweeps numbers showing that it beat NBC, coming in fourth place with adults in the 18-to-49-year old demographic, while NBC finished fifth life.”

Source: New York Times, May 15, ‘13

”Mun2 owned by Telemundo Media, …announced 200-hours of original programming for the 2013 & 2014 seasons that focus mainly on celebrity-infused reality shows, music, sports for young, bilingual & bicultural Latinos in the US.”

Source: New York Times, May 17, ‘13

”Mun2 highlighted the fact that it was viewed in 35 million homes and had 26 million video streams last year. The median age of the Mun2 audience is 29, and 52-percent of them are bilingual.”

Source: New York Times, May 17, ‘13

Latino & the Media

Times Internet is used/Month:

Hispanic/Latino = 69.3

All US Pop. = 77.6

Source: Doublebase Mediamark Research & Intelligence, 2009

Latino & the MediaTOP 5-WEBSITES VISITED by HISPANICS:

--Google sites = 78%*

--Yahoo sites = 78%

--Microsoft sites = 72%

--Facebook.com = 45%

--Ask Network = 38%

*--Percent responding that they visited site in last 30-days

Source: comScore Media Matrix, 2010

“What’s most effective is to make a fresh statement in a familiar way.” [“What’s most

effective is to make a familiar statement in a fresh way.”] Clive Davis

Hispanic spending power will rise to $1.5 trillion by 2015, nearly 11% of total US purchasing power.

Source: Selig Center for Economic Growth, Georgia Tech University, 2012

“Hispanic media spending…does continue to grow faster than general market media every year, posting 4.6% growth in 2011 to top 7 billion, compared to a slender 1.1% increase for all US media.”

Source: Hispanic Fact Pack, 2012 edition, AdAge, 2012

“When you are not wanted in, you want it, but maybe making you want in is the sense of the wall, its purpose.”

Joshua Cohen